The Founder
Shouq Alhulwah
Shouq Alhulwah is a Saudi fashion designer Based in Riyadh, who began pursuing her dream during her first year of college at the age of 20, in the midst of the COVID-19 quarantine. What started as a simple gesture—designing an abaya for her mother—quickly turned into something more. The piece featured a soft, flowing, and feminine silhouette that caught the attention of many. From that moment onand since April 2020, designing became not just a passion, but her favorite form of creative expression.
The Brand
Founded in 2020, our brand was created with a clear belief: modesty should never come at the
cost of femininity or elegance. The woman we design for wants simplicity, but not plainness. She
seeks modest abayas that feel refined, intentional, and beautifully made, yet the market often
offers cuts that prioritize convenience over craftsmanship, saving fabric and sacrificing movement. We chose a different path. From the beginning, we committed to perfecting the double-flared abaya cut, which requires more material, more precision, and more care. Wide and flowing like a dress, balanced with slim,
elegant sleeves, this silhouette preserves modesty while allowing femininity to exist through form and movement.
The Design
Our designs are intentionally minimal, allowing quality fabrics, thoughtful construction, and
graceful drape to speak quietly for themselves. When a woman wears our abaya,
she feels feminine and classy in a calm, understated way—composed,
confident, and effortlessly elegant.
This is modesty, refined